How To Get Users to Register

Politiken

Copenhagen, Denmark

CategoryDigital Audience Usage and Engagement

Media associated with this campaign

Overview of this campaign

Background

On March 9th 2015 Politiken launched a new web-strategy with the objective to enforce our position in the media marketplace by enhancing user-experience and making the site more personal. If users register - or buy a subscription - they get access to a range of functionalities including:

Secondary objective: To harvest user-data for the purpose of working towards more data-driven journalism as well as differentiated marketing communication.

Third objective: To strengthen user-loyalty.

Communication Hook

The launch of the new web-strategy was supported by a campaign theme, which in Danish used the phase ‘det er helt sort/all is black’. This back-translates into 'You won't get a thing if you don’t log in’.

Campaign CTA

The CTA was offering a 4-week trial period with free uninhibited access to content on politiken.dk in order to increase registration. The metered-model allows anonymous users 5 free articles per month and registered users 15 free articles per month. So the incentive was clear.

Campaign Elements

Print ads

Impact adds on owned platforms

SoMe

Facebook launch, two viral-films - a 15" teaser and an explanatory film with Editor-in-Chief Bo Lidegaard introducing ‘Your Politiken’

Digital: Interstitials

March 9th: A black ‘wall’ covering politiken.dk – users had to register to enter the site.

March 10th +: Soft ‘wall’ – a black interstitial asking for registration but with an option to click away